Stampen Media – digitalisation of paper
Tools
UX research, Miro, Hotjar, Jira, Google Analytics, semi-structured interviews, usability test, UX Writing,
My role
UX Design intern,
Project lead
Duration
Aug-Oct 2023
Challenge
Stampen Media, like many other media companies, is facing a significant transformation in paper newspaper distribution, necessitating an alternative solution.
Our primary focus was on increasing the adoption of the existing digital platform. The target audience primarily consists of the older generation, making the transition from print to digital a considerable challenge. This shift not only impacts readers and their trust in Stampen Media's publications but also results in a decline in paying subscribers.
User research
My project and research were aimed at laying the groundwork for enhancing the user-friendliness and accessibility of the current digital product. The objective was to improve the overall user experience and cater to the existing needs as effectively as possible.
The semi-structured interviews were conducted during two events. One event, Digi-Vad, aimed to assist and support users who felt uncertain about the digital transformation. Engaging directly with readers affected by digitalisation and reduced distribution yielded numerous advantages.
The user tests were born out of the insights gained from the interviews, serving as an extension and deepening of the collected data. These tests were conducted during Bokmässan in one of the company's titles, Göteborgs-Posten's booth.
Personal information
To get to know the user, I started to collect data about personal references. Do they live in a city or the countryside? Why do they still have the paper magazine?
Digital knowledge
Do they feel comfortable in a digital environment? Do they try themselves before asking for help? What kind of apps do they use? How often?
News preference
Have they read news digitally before? Do the prefer listening, reading or watching?
Testing
Both the interviews and user tests were carried out using a variant of "guerilla usability testing," which involves approaching test participants in public settings and asking if they would like to take part in the study.
This method is cost-effective and time-efficient. For this study, we limited the "public setting" by conducting it at Digi-Vad and Bokmässan, allowing us to have a more target-specific test group.
Analyse & Result
Data from both parts of the research were analysed using thematic analysis. Thematic analysis is used to analyse qualitative data in a way that allows the identification, analysis, and description of themes.
As a result of this project, I was able to propose six concrete suggestions for improvement moving forward.
Learnings
My key takeaways from this project are that continuous iteration is crucial. It's essential to remain receptive and humble in one's work while also having a clear direction.
As a UX designer, one must listen and understand. To do so effectively, it's important to involve others in one's work.